Kevin Price, Host of the Price of Business on Business Talk 1110 AM KTEK (on Bloomberg’s home in Houston) recently interviewed Vin Ferrer .
About the interviewee
Vin Ferrer serves as the Social Media Strategist for Graphic D-Signs, Inc., a New Jersey-based advertising agency serving small & mid-sized businesses nationwide. Mr. Ferrer spearheads the strategy and development for all social media campaigns and works directly with the agency’s Marketing Director & President on the firm’s outbound marketing campaign.
Tell me about your firm (number of employees, location, type of companies you work with, etc.).
Graphic D-Signs, Inc. is based in Washington Twp., New Jersey and features an in-house team of 11 accomplished industry experts, with several additional marketing professionals working remotely throughout the East coast & Midwest. The agency works directly with businesses across near every industry, from service-oriented (HVAC, Electric, Landscaping) to energy, legal, and medical industry clients.
Tell us about what you see as the challenge in reaching C-Level individuals today?
The biggest challenge for reaching C-level individuals is equal parts discretion & jargon. You need to hit them with the right information at their most receptive time and in their native language. If they’re a creative-type, do a bit of due diligence and learn the lingo. If they only speak in financial terms, crack open a few books on the latest market happenings or peruse some economist sites. It’s much easier to get your point across when you can paint the picture with a relevant association. Similarly, it’s much easier to make that connection when it’s at a time in their comfort zone of reception. It’s why deals are made on the putting green or over business lunches. Both parties are at ease and on the same wavelength.
What mistake do businesses make when it comes to reaching such individuals?
Businesses oftentimes side-skip the whole “respect” thing. That is to say, they barge in, guns blazing, with a forgetful introduction, an assumptive declaration, and a lackluster presentation. In real life, such an approach fails 99/100. People don’t like change, even if they’ve grown to be accepting of it. Make a first attempt at respectful introduction and connection. Then focus in on trying to peak interest, and then after on conversion.
Why is it important for your firm to have a relationship with C-Level executives?
Our agency works directly with the executives, owners, founders, and top-level decision makers because they’re the ones who are going to exact true change. Our agency’s work, in essence, is a major undertaking–for any business or organization. We work around different timelines and through different industries, which can require some additional learning and due diligence; however, that’s the only way to make impacting change and a true connection with clientele.